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4 ad customizers to improve the performance of the Google Ads campaign

4 ad customizers to improve the performance of the Google Ads campaign

The world of search and paid ads has never been busier.

It is a highly controversial space where marketers need to do everything they can to inspire customers to choose their ad.

Consumers value their privacy more than ever before, but they are also used to ads that are hyper-relevant to them.

Caring for first-party collection of customer data is of an increasingly urgent nature. However, this can only happen if customers first click on your ad.

The more personal and relevant an ad is, the more customers are likely to come your way. Then you can convert and save them and their very valuable data.

An incredibly useful tool that seems to have flown under the radar recently is ad customization. These allow advertisers to dynamically tailor their ads to incredible benefits.

What is an ad customization, anyway?

Ad customizers are certainly not new. In fact, they have been around since the end of 2014.

They are generally considered useful when it comes to seasonal events like Mother’s Day, Valentine’s Day, Halloween and Christmas or more generally only used for sales times.

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But ad creators can do much more than instill a sense of urgency by adding a countdown.

In fact, Google released them with the vision that they would allow advertisers to leverage their business data to dynamically create more relevant and personalized experiences.

Why ad customers?

We often think of ad customization as nothing more than an addition.

It seems that they do nothing but make the search advertising process even more complicated. And it is fair to say that it is already complicated enough.

Ad customizers can allow you to make simple changes to your ads, yes. This can be something like adding a countdown to a sale or adding some simple information about your products.

Do not make me wrong that this in itself is useful as it allows you to tailor your ads even more to the particular customer.

Still, we know that consumers are getting smarter and smarter, which is why we need to make sure our ads do everything they can to stand out in a saturated market.

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As cookies are on the rise, digital marketing and marketers need to turn to other ways of personalization.

Ad customizers are a way for this brave, new, cakeless world to navigate.

So can these ad customizers be used as more than a simple addition?

Can they really take our ads to the next level so customers can have the most personalized experience while privacy remains paramount?

And can we do all this and also give companies more information?

I’m thinking yes.

Let’s start by looking at the key benefits of ad customization.

Benefits of ad customizers

The benefits of using ad customizers can be summarized as follows:

Customizers allow for more dynamic and personalized ads. By inserting values ​​such as product name and price or reference to user placement in the ad, these can be made more relevant without having to create an infinite number of ad variants – which brings us to the next point.

Customizers allow advertisers to easily scale their campaigns without the effort of creating different ad groups and campaigns to cover multiple placements or products. Instead, only one ad could be used for it

Customizers also allow advertisers to have consistent data. As the variables change dynamically, the ad itself does not change, which means that the number of impressions, clicks, costs, etc. are not reset every time. This is incredibly useful when analyzing and reporting on performance

Now let’s dive into how we can best leverage ad customizers.

Ad customizers in action

When it comes to execution, there are four key areas that ad targeting programs allow marketers to target: Location, time, product, and audience.

Within each of these, customizations can be an invaluable tool for your advertising campaign, saving advertisers money and delivering more to consumers.

In addition, ads become even more effective by combining ad customizers with other tools such as the tracking template or IF feature.

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1. Location

The first goal is one of the most important. As a real estate agent would say, it’s all about location, location, location.

For example, instead of just adding “Sydney” to your ad to increase its relevance to the customer a bit, ad customization programs allow you to dynamically produce results for smaller areas like the zip code or the user’s physical location.

This is especially useful when it comes to the increasingly popular “near me” searches.

As we know, searches with the “near me” qualification have increased dramatically since the advent of COVID-19 (which discouraged consumers from venturing too far away from their homes).

For example, you have a customer searching for [iPhone 12 near me].

Imagine the power of an ad that appears in response to saying “Buy your iPhone 12 in Neutral Bay from $ 1,099 today.”

In this case, the consumer literally feels as if they have been talked to.

Now you can do this by creating campaigns targeted at every suburb of Sydney.

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However, with a simple feed and your business data (plus a tracking template), it is possible not only to show the user’s position in the ad itself, but also to update the results page as you show them.

To return again to the iPhone example – when a customer searches for [iPhone 12 near me] – your tracking template would change the URL to contain information directly relevant to their physical location.

It seems that there is no need to repeat this statement because it has such an impact on personal ads.

When the customer clicks through from an ad, they see dynamic content tailored to their exact placement.

To get a third leap back to the iPhone example and our Sydney-based customer in the example above: this would mean you could show all your Sydney stores at the top of the page and ordered by proximity to the user’s location.

This greatly increases the likelihood of customer engagement.

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Do you remember the fine line between privacy and personalization when it comes to ads?

Well, this kind of content balances perfectly on that string and shows customers exactly what they want to see when they want to see it and (most importantly) where they want to see it.

2. Time

Time is of the essence when it comes to search.

After all, seasonality often comes into play when relevant ads appear.

Imagine that a Valentine’s Day ad appears on February 16th – consumers are either sad or all over the place.

Therefore, this add-on is a great tool that companies can use during sales. It allows advertisers to schedule ad serving within a given time period or in preparation for a specific event.

To think of a slightly happier Valentine’s Day-related example, imagine a florist who wants to give specific deals in the weeks leading up to Valentine’s Day.

Countdown adjusters

The other incredibly useful thing about adding time is that it allows you to create a sense of urgency and automatically creates customized, relevant ads without micromanagement or time spent changing ads every day or even weeks at a time.

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After all, time is money – for you and the consumer!

3. Product

Customizing ads around your products may seem a little less straightforward than the previous two I’ve elaborated.

However, this allows us to use our feed and business data to create relevant ads without having to create hundreds of ad groups for all the different colors and models that you may have available.

Throw yourself back to the iPhone customer once again.

This time, let’s imagine that the customer not only wants an iPhone, but to buy a purple iPhone from a convenience store.

Well, the customization allows you to display a relevant ad that has all this information already built-in.

This saves hours of precious time where you would otherwise build campaigns and ad groups for each variation of your product.

In the example below, you can try to imagine how much time and effort it can take to create ad groups and ads that are specific to each and every washing machine SKU.

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I bet you can not.

Honestly, does your advertiser really have time for that in your busy day-to-day?

Do you have time for that?

Search for SKU example

4. Audience

Finally, let’s go into how ad crawlers can be used to leverage your target audience.

In this case, the business data can be used to separate customers and then serve each segment personal messaging using the campaign target field in the business data feed.

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For example, a financial services provider may create multiple campaigns that target different placements and audiences and have variable interest rates that automatically update in the ads.

Or a retailer could use this feature to change the level of discount offered to a customer list without having to change ads.

Imagine a digital marketing conference taking place in September 2021. If we want to advertise tickets and offer an earlier discount to buyers from the previous year, we could create an ad that offers them a full 50% discount if they sign up before 30. May.

Their discount offer would then drop to 30% on June 1st.

At the same time, users who signed up for the newsletter could be offered 40% off to begin with and a 30% discount on June 1st and so on and so forth for all of our audience lists.

One way to handle this would be to create more ads, labels and rules to schedule them on and off.

But with the help of ad customizers, we could easily use the campaign’s target field combined with a discount field in our feed and easily change the discount level without having to have multiple versions of the ads.

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Once again, the ad editor is another invaluable tool that helps provide the level of personalization that consumers have become so accustomed to.

Conclusion

When it comes to paid search, I would bet on my bottom dollar that you will do everything you possibly can to stand out from the crowd.

Why not give ad creators a try?

Targeting people with specific ads where you can customize elements such as location, time, product, and audience is an invaluable tool and one that is severely underutilized.

As the competition online becomes more and more fierce, do what you can to not only show relevant but highly personalized ads that give consumers what they want, when they want and where they want!

After all, as our days of cookies wane, you need a clear customer strategy that will help your business create and nurture your own audience and customer list.

True commitment based on an exchange of meaningful value will have to form the core of this strategy.

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Ad adapters may be just a small ingredient in this overall recipe, but they can certainly be a strong one.

More resources:

Image credits

Featured Image: Created by the author, May 2021
All screenshots taken by the author, May 2021

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